This research aims to analyze the effects of perceived environmental responsibility (PER), environmental knowledge (EK), new ecological paradigm (NEP), and environmental collective efficacy (ECE) on the high-quality broiler purchase intention of China and Sierra Leone. Despite prior studies that have investigated the relationship between Hofstede’s cultural dimensions’ impacts on high-quality food (e.g., organic and green) purchase behavior, research on the moderating effect of uncertainty avoidance (UA) on the formulation of high-quality food purchase intention is rarely found. Based on this, a study was conducted via administrating an online structured questionnaire to 588 Chinese consumers and 410 Sierra Leoneans. The validity and reliability of the new conceptual model were examined through a confirmatory factor analysis, while structural equation modelling (SEM) was employed for the data analysis, and to test the hypothesized relationships among the variables. The results revealed that PER, EK, NEP, and ECE directly influence consumers’ purchase intention (PI) and actual purchase behavior (APB) for high-quality broilers in China and Sierra Leone. However, the results from Chinese consumers show that UA has a direct impact on high-quality purchase intention and actual purchase behavior, but was not found to have a moderate impact between the antecedents and purchase intention as well as actual purchase behavior, while UA positively moderates the relationship between PER, EK, ECE, and GPI, as well as between PI and APB in Sierra Leone markets. Therefore, the study concluded that enterprises in African markets, particularly Sierra Leone, can segment their customers and target them with persuasive positioning approaches by taking the cultural element (uncertainty avoidance) into account. This study enhances the methodology for learning about the preferences and behavioral patterns of cross-cultural consumers.

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The objective of this study is to examine the profitability and channels of distribution of sweet potato in Sierra Leone. Multistage sampling was used to select 150 sweet potato marketers from five major districts. Data was collected on socio-economics characteristics, distribution channels, market margins and net income, drivers and barriers of sweet potato marketers with aid of android devices programme with the Census and Survey Processing System (CSPro. 6.3) software package. The data was analysed using descriptive statistics. Sweet potato trading investment has a net positive return. After calculating the benefit-cost ratio (BCR), the BCR of sweet potato root trading in each of the districts was greater than one (BCR>1), which indicates that, sweet potato roots trading business is profitable. The revenue generated in the sale of one (1) bag of sweet potato is high. That is, an average of 20% profit is realised from the 1 bag (50 kg) that is bought and sold and the highest profit was realised in Bombali district. Therefore, sweet potato trading is a profitable and a lucrative business venture in Sierra Leone that is worth investing. Lack of credit facilities, inadequate initial capital and high transportation costs were identified as the major factors militating against sweet potato marketing in the study area. The study therefore recommended, the government as well as non-governmental agencies should organise the marketers into groups and empower the marketers through the provision of micro credit facilities to increase the initial capital and hence expand in trading of sweet potato roots.

The Policy Analysis Matrix (PAM) was used to assess the efficiencies and competitiveness of fresh cassava storage root production systems in Sierra Leone. Proportional random sampling was used to select study samples. Information was collected using structured questionnaire from a total of 1,880 producer households. Out of the 36 potential storage root production systems identified, only 6 systems are mainly used by producers. The PAM was based on one hectare of land for production and Leone (SSL) as money to evaluate costs and revenues. The analysis indicates that, all the 6 fresh cassava storage root production systems present a Domestic Resource Cost Ratio of less than 1 (DRC < 1) and Cost-Benefit Ratio (RCB) also less than 1 (RCB within 0.14 to 0.42). Discounting potential revenue from stems and cassava leaves in storage root production systems that use improved varieties and fertilizer have higher comparative and competitive advantages. The systems are also profitable, even though producers are not protected from tradable and taxed inputs. Production systems also remain profitable with 25% and 50% yield loss. This was also confirmed by Abiodun and Adefemi (2016). It is therefore better to produce cassava locally in Sierra Leone than import for processing or consumption. This study proposes recommendations to improve cassava productivity in Sierra Leone.